عنوان انگلیسی مقاله:
Managing value in use in business markets
ترجمه فارسی عنوان مقاله:
مدیریت ارزش استفاده در بازارهای تجاری
Sciencedirect - Elsevier - Industrial Marketing Management, 91 (2020) 563-580: doi:10:1016/j:indmarman:2020:03:017
Suppliers in business markets are increasingly providing complex offerings, which is reflected in concepts like hybrid offerings, servitization and solution business. Such complex offerings are characterized by value pro- positions in which the value that emerges throughout the entire customer usage cycle builds the core element. To secure and increase this value in use, as perceived by the customers, suppliers need to establish activities of value-in-use management. This value-in-use management comprises monitoring the delivery of the promised value, and enhancing customer value in use throughout the entire lifecycle of a complex offering. This article investigates which value-in-use management activities are currently implemented by suppliers, how these activities are linked to other business processes, and what differences in value-in-use management activities exist between various types of complex offerings. By addressing these questions, this research contributes to literature by exploring post-deployment processes that affect value in use customer experience when using complex of- ferings. Moreover, from a managerial perspective, it reveals in which constellations measures of value-in-use management are currently implemented in practice and therefore are of particular importance. Furthermore, the results of the study may serve as a starting point to elucidate how measures of value-in-use management can be implemented successfully.
Keywords: Value-in-use management | Value in use | Hybrid offerings | Servitization | Solution business